2. INTRODUCTION :
• ITC Limited – Its diversified business includes four areas:
• Fast Moving Consumer Goods,
• Hotels,
• Paperboards, Paper & Packaging
• Agriculture Business.
• in 2002, ITC also initiated a foray into the popular segment with its
men's wear brand, John Players.
• The brand is available across the country through a nation-wide network
of over 350 exclusive stores and 1400 multi-brand outlets.
3. PRODUCT DESCRIPTION :
• The latest watch collection of john players not only have attractive
designs but reasonable price .
• Classic and funky colour combinations constitutes the making of
these watches.
4. MARKET DEMOGRAPHICS:
Market demographics mainly consists of geographic and
demographic factors.
GEOGRAPHIC SEGMENTATIONThe John Players Watches geographic target area will be initially the
showrooms in Metro cities, Malls & Watch stores in Popular markets
of Tier 1 and tier 2 Cities.
DEMOGRAPHIC AREADemographic can be on the basis of• Age
• Education
• Lifestyle
• Social life
5. MARKET GROWTH: 50 million wristwatches are sold in India every
year. So, the market growth is at Peak for our product.
(http://indiaindustrystatistics.blogspot.in/2010/04/indian-wrist-watch-market.html)
MARKET NEEDS:
The followings are the major needs for our major Customer segments.
• Youngsters: Watches are always been a style statement for Youngsters.
• Matures: for mature persons, watches are regular object to use.
• Professionals: for professional persons, watches are Status Symbol.
MARKET TRENDS:
In the current market scenario, watches are style & status symbol for
people. They are looking for different varieties and designs.
6. SWOT ANALYSIS :
STRENGTH: • Popular Brand name.
• Large network of exclusive stores and service centres.
• Already in men accessories.
• Maintained market segment of middle income group.
7. WEAKNESS :
• Products have a short life due to changing trends – Adds to the cost
of production.
• Limited global reach despite being a popular brand.
8. OPPORTUNITIES :
• Fast growing youth segment presents growth opportunities.
• Global penetration would help brand grow and target youth
worldwide.
• Tie-ups with fashion houses and special schemes for youth
9. THREATS :
• Youth segment is price sensitive.
• Entry of foreign players has led to tough competition.
• With lots of options available, brand switching is quite high.
10. COMPETITION:
The ‘John Players Watches “can face a competitive environment.
Because the competitors of John Player’s watches are already in the
market, and they are:
•
•
•
•
•
Fasttrack
Timex
Casio
Maxima
Giordano
John players Watches could have the biggest completion with
“Fasttrack” watches because:-
• Price segment is almost same
• Fasttrack is already a established brand
• Target market of our brand is same as that of fasttrack.
11. MARKET SURVEY:
• Sample size- 15
• Survey location- John players Showroom in PHOENIX.
Questionnaire of survey
1.Do you use John Players Accessories?
Yes
No
2.Would you like to use John Players Watches ?
Yes
No
May be
3.Which Price range would you looking forward for?
800-1500
1500-3000
3000 & Above
12. Survey Result :
Q1. Do you use John Players Accessories?
Yes
12
80%
No
3
20%
Q2. Would you like to use John Players Watches?
Yes
8
53%
No
0
0%
May be
7
47%
13. Q3.Which Price range would you looking forward for?
800-1500
4
27%
15003000
9
60%
3000 &
Above
2
13%
15. Product :
John players watches is our prospected product of ITC Ltd. This product
can have these variables :Quality: - ITC is always been famous for their best quality delivering. So, we will
continue this believe of customer with our new product.
Features: - Features of a product could give a competitive edge to our product.
Some of the features of our watches could be.
• Excellent Style
• Trendy colours
• Precise Time
• Durable Battery life
• Variety of dial and straps
Brand name: - Brand name is the most essential part of any new product. John
Players is already a well-known brand in Life style Retailing.
16. PRICE:
• The price of john players watches will be according to our
target market Middle income group .
• List price:- List price of our product will be in two different
rangesI. 800-1500
II. 1500-3000
17. PLACE:
The place will include various aspects like :• The place of manufacturing.
• The place for warehouse.
• The place for showcasing.
It should also be easily available to the distribution channels-
MANUFACTURERS
CONSUMERS
DISTRIBUTORS
SHOWROOM
18. PROMOTION :
Promotion is the way to communicate a product to the prospective buyers.
For our product, we have chosen different aspects for promotion strategies.
CRITERIA FOR PROMOTION •
•
•
•
•
Awareness
Knowledge
Preference
Purchasing
Liking
MAIN SOURCE OF PROMOTION
•
•
•
•
Electronic media
Print media
Bill boards
Hoardings
19. SPECIAL PROMOTION STRATEGY :
• INITIALLY PLACING THE PRODUCT IN THE SHOWROOMS AND OUTLETS OF
JOHN PLAYERS ONLY.
• THE COMPLETE MAKEOVER OF THE CUSTOMERS CAN BE DONE STARTING
FROM THE APPARELS TO THE BELTS, WALLETS AND OTHER ACCESSORIES LIKE
THE TRENDIST WRIST WATCHES.
20. HISTORY OF JOHN PLAYER SPECIAL
John Player Special Watches:In 1975, John Player Special introduced a Special collection of Wrist
Watches to promote their high class image of their Main Product
“Cigarettes” ..
These Watches were introduced just for the promotion of their main
product “Cigarette”. They didn’t focus to make it a new product line in
their brand.
21. OUR VISION: “Our Vision is to make people aware about the real brand
value of john Players by
giving them a Product which was lost in the lap of time.”
22. Marketing Strategy
The key of marketing strategy is the focus on the “Positioning” of the
new Product by making the customer aware about the history of John
Players.
STP- (Segmentation, Targeting, Positioning)
Segmentation: - As the brand john players is already in the segment of
youth apparels for the people residing in Tier 1 & Tier 2 cities, so the
segments of our Product remains the as of the Brand.
Targeting: - For John Players Watches, our target will be the Age group
between 15-35 years and especially Males.
Positioning: - Positioning will be the “Key Success Factor” for our
product. For positioning the new product, we decided it to relate it
with the old Brand of “John player Special”.
